随着技术的进步，消费者选购汽车的方式也在发生变化。多次拜访一系列经销商的做法已经过时。如今，大多数消费者都从网上开始购车流程，在踏入经销商店面之前研究各种选择并做出购买决定。
为了应对这种不断变化的行为，汽车制造商很快意识到，他们必须满足消费者的需求，因为他们希望在研究和购买汽车时获得数字化的体验。
According to Nielsen’s Auto Marketing Report, capturing people’s attention when they’re weighing their options is critical. This requires an understanding of how to leverage different channels and touchpoints along the path to purchase to retain existing customers and win over new ones.
许多汽车营销人员发现，在消费者的整个购买过程中，多触点归因是与消费者保持同步的关键。这种先进的营销效果衡量方法可以帮助他们了解消费者的偏好，跨渠道和设备吸引客户和潜在客户，并确定能够促进业务成果的战略和战术。
Case Study: Driving Insights & Performance
对于汽车品牌来说，看到当他们接受归因时可以实现的结果是令人兴奋的。以下是尼尔森如何帮助一家汽车制造商及其代理合作伙伴调整工作重点，优化业绩。
情况
与其他汽车制造商一样，这家公司也认识到其客户在购买过程中与越来越多的数字渠道进行互动。为此，该汽车制造商及其代理合作伙伴开始将更多预算转向数字媒体，利用在线展示广告、付费搜索、视频、重定向和地方性广告来影响潜在客户，并推动访问该汽车制造商的经销商网站。然而，精确测量和优化这些数字投资的绩效是一项关键挑战。
挑战
一直以来，该汽车制造商及其代理公司依靠从广告服务器收集的最后点击数据来了解每个渠道对转化率的贡献。然而，这种方法对于优化广告活动效果不佳，因为他们无法准确确定不同的媒体渠道和投放如何影响消费者的反应，也无法确定在哪里投入预算以最大限度地提高转化率和支出效率。
这家汽车制造商向尼尔森寻求更好的方法，以跟踪所有营销接触点，发现跨渠道洞察，并迅速将预算重新分配给能带来最多独特用户和最多转化率的渠道和策略。
解决方案
Leveraging the speed of Nielsen’s multi-touch attribution solution to measure performance in near real-time and quickly activate optimization recommendations, the automaker and its agency were able to:
- Measure What Matters Most: Previously, interactions with the automaker’s “Find a Dealer” web page were used as the primary key performance indicator (KPI). Working with Nielsen, the agency was able to consolidate multiple high-value activities, including dealer searches, inventory views, quote requests and financing applications, into a single, financially oriented KPI. The automaker was then able to optimize its media spend toward this new KPI, and more effectively evaluate the bottom-line impact of its online campaigns.
- Calculate the True Cost Per Acquisition: Leveraging Nielsen’s data feeds, the agency was able to bridge ad server discrepancies quickly and easily, reconciling ad server reported costs against actual costs at the most granular level in order to calculate the automaker’s true cost per acquisition. The agency was then able to adjust media spend among channels and tactics in order to drive more unique users and conversions at a lower cost per acquisition.
- Prove the Effectiveness of Endemic Advertising: With access to Nielsen’s unmatched data, the agency was able to fractionally assign conversion credit to 100% of the automaker’s in-market media and identify the true (and unexpected) importance of certain channels. For instance, the agency uncovered the impact of endemic advertising on car-shopping sites like AutoTrader.com and Cars.com, as well as display ads on bottom-funnel pages of the automaker’s site, and invest its budget in the top-performing publishers and placements.
- Capitalize on Cross-Channel Synergies: By analyzing the entire online sales funnel, Nielsen revealed insights into the true value of automaker’s mid-funnel tactics, its impact on lower-funnel activities, and the sequence of channels that would provide the best opportunity to drive conversions.
结果
通过尼尔森多触点归因解决方案提供的洞察力，该汽车制造商及其代理公司能够对其数字广告活动进行调整，从而使转化量增加了 9.7%，转化率提高了 27%，媒体效率提高了 7.2%。
数字时代的营销实效
买车是一个漫长的过程，需要营销人员在消费者的愿望和需求之间取得平衡，并在这一过程中选择影响最大的营销和广告接触点。
通过将受众洞察与多触点归因相统一，汽车营销人员可以清楚地了解与消费者建立联系的渠道、信息和策略，鼓励更多的经销商到访，最重要的是促进新车销售。
Download our Untangling Attribution’s Web of Confusion: A Primer for Marketers whitepaper to learn more.
